You had me, then you lost me

If you are anything like me, you probably find that most brands have a hard time breaking through the clutter–standing out in the omni-channel blur–to win ANY share of your attention.

And if you are anything like me, you probably let relatively few brands get on “the list”–that coveted position of having the permission to market directly to you.

And if you are anything like me, you probably know that staying on “the list” is a fragile thing indeed. Hitting the “Unsubscribe” button takes mere seconds.

Companies, of course, expend considerable resources vying for your attention, getting into your consideration set and obtaining that coveted permission.

And then oh so many promptly blow it.

If you’re Groupon, you regularly send me offers for products and services that have absolutely no relevance to me. In fact, just this morning I was granted the opportunity to drive 50 miles to save $5 on Ramen noodles. Uh, I don’t think so.

If you’re Neiman Marcus, you send me an e-mail encouraging me to redeem loyalty program points I don’t have. How is that supposed to work?

If you’re AMC Theatres, you promote your new Dine-in Theatres with an e-mail that is filled with locations that are hundreds, if not thousands, of miles from where I live. Though, to be fair, next time I’m in Olathe, Kansas with time on my hands, I now know where I can get a free entree.

You had me, then you lost me.

Just because an incremental e-mail (or text) costs you almost nothing, doesn’t mean you should treat it as cheap. It doesn’t mean you shouldn’t work relentlessly to stay relevant, differentiated and personalized.

Garnering share of attention is hard.  Getting on my list is valuable.  Staying there is even more precious.

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